Share Your Breakfast With Kellogg: CSR or Advertising?
Kellogg’s has created a campaign to promote their breakfast items, called “Share Your Breakfast”. Individuals who wish to participate in the campaign are asked to upload a picture of their breakfast on to Kellogg’s website. The campaign is meant to generate revenue that will be donated to children in need of breakfast. Kellogg’s has partnered with Action for Healthy Kids to help them achieve their goal of donating $200,000 to hungry children. Background:
The products promoted by Kellogg include, Frosted Flakes, Nutri-Grain Bars, Rice Krispies, Mini-Wheat’s and Eggo Waffles. All of these products contain a variety of unhealthy ingredients. Frosted Flakes contains 11gms/3 teaspoons of sugar per three-fourths cup serving and high-fructose corn syrup. Nutri-Grain contains over 30 synthetic ingredients, falsely advertising real fruit and the Eggo Waffles contain hydrogenated oils and high fructose corn syrup (HFCS). Kellogg’s advertises nutritional products, however, their ingredients have raised a great concern regarding the health of their consumers. Children have become vulnerable to the health issues caused by large amounts of sugar in Kellogg’s products. The American Heart Association stated that the average American consumes 22 teaspoons of sugar a day, which is above the healthy amount to consume. The healthy amount for Men to consume is less than nine teaspoons of sugar, women less than six and children considerably less than women. Large consumptions of sugar are known to cause obesity, high blood pressure, heart disease and stroke. Conclusion:
Kellogg’s campaign gives back to the community, demonstrating Corporate Social Responsibility. However, the campaign also shows greater efforts towards the advertisement of their products. In 2010, Kellogg’s allocated $464.9 million towards advertising efforts, while only donating $200,000 to hungry children. Kellogg’s...